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79% of marketing leads never convert into customers, according to HubSpot. The most commonly reported reason? A lack of lead nurturing.
Even the highest-quality content won’t lead to sales revenue if there’s no plan to move qualified new leads through the sales funnel. B2B marketers are increasingly called upon to switch their thinking and success metrics away from generating a high volume of leads to creating customized experiences that convert leads to opportunities.
Quality over quantity is now a focus for many B2B organizations, and rightly so. A holistic, full-funnel approach to demand generation is quickly overtaking other approaches to marketing success. What are the building blocks that make up an effective, full-funnel demand generation strategy?
The Building Blocks of a Holistic Demand Generation Strategy
Demand marketing involves many components, including content creation, content promotion, lead nurturing and sales-marketing alignment. Successful demand marketing isn’t about relying on any one of these tactics to be your silver bullet. It’s about connecting all of these elements in concert for optimal program performance.
Here’s a high-level overview of the building blocks that our marketing team at Integrate uses to develop a holistic demand generation program. When coupled with the right technologies, top- and middle-funnel marketing automation, these tactics can make a significant impact on marketing’s ability to contribute to revenue.
1. Document Demand Goals
Every demand generation program we execute begins with documenting our objectives. Having a clear definition of success is crucial to guide our efforts. Goals vary based on organizational needs, but some things you may want to measure for your demand generation objectives are:
- Number of new contacts generated
- Conversion rates between various funnel stages
- Percentage of target accounts touched
- Number of opportunities or new customer revenue influenced
2. Identify Buyer Personas
Buyer personas are representations of your target customers. They include demographic information and personality traits as well as firmographic data like company size and industry. Buyer personas should contain enough psychographic characteristics to help marketing, sales and customer success teams understand the people they’re targeting. Your profiles should address the following factors:
- Your prospects’ goals, motivations & challenges
- Their preferred resources (i.e., where they go for information related to their role)
- Common objections encountered during the sales cycle
- Purchase triggers that can encourage them to implement your solution today
3. Develop Messaging Map
A messaging map ensures that all the great content your marketing team creates speaks to your various buyer personas. It’s a great tool to connect the dots in your customer journey, identifying the types of resources and messages your personas need to hear at each stage.
Your messaging map should include specific pain points and goals that matter to each persona as prospects progress through the awareness, research and consideration phases. It’s also important to identify the types of content (e.g., email, video, webinars) that resonate best with your target personas and accounts. Once created, your messaging map should guide future content creation, as well as the repurposing of existing content resources and the identification of gaps in your content marketing strategy.
4. Create Content Calendar
Taking your messaging map a step further, …read more
Read more here:: B2CMarketingInsider